Modern shopping, not only includes offline physical store shopping, but also includes Internet online shopping, belongs to a diversified vocabulary, especially with the advent of the mobile Internet era and the rise of the logistics industry, women have become the main force of the current "shopping army".
We can see from the "shopping festival" data released by major Internet shopping platforms every year, the consumption desire of women's groups, sometimes called "crazy", in fact, what many people don't know is that women's crazy shopping is not a modern thing, but an ancient thing, so do you know how strong the desire to buy women in the Song Dynasty is?
Image: Song Dynasty women buy chicken stills
First, the consumption concept of the ancients you dare not think
1, the pursuit of "fast fashion" dressing
Song Dynasty women's pursuit of clothes can be described as the ultimate, and many requirements, in the season of non-use, different years to change different clothes, we can understand that this is not a simple pursuit of clothing, but an appeal to beauty, a grasp of fashion.
Zhou Hui, a scholar of the Southern Song Dynasty, said that when he was young, he saw that the dressing styles of women around him were different every year, in fact, this was a kind of display of women's pursuit of fashion in the Song Dynasty.
Song Dynasty women's coat has two basic styles, one is called "back", the other is called "big sleeves", which are generally the song dynasty noble women can wear, its name comes from the fact that the clothes have two wide sleeves, in the "History of Song" can see a lot of descriptions of court women wearing this kind of clothing.
In addition, it is also mentioned in the "Dream Liang Record" that if a rich woman is a monk, in the preparation of a number of dowries, the costumes are mainly large sleeves. Because the craftsmanship is more complicated and the price is quite expensive, the large sleeves are regarded by the female group as a clothing that can show unique beauty.
Therefore, every year during the major festivals, everyone is happy to do it, coupled with a colorful flower, which is considered a symbol of status and status in the social arena.
Image: Stills of the dress of a noblewoman of the Song Dynasty
2, makeup can not be less at all
Song Dynasty women not only have high appeals to clothes, but also pay great attention to the modification of the face, from the existing historical data, Song Dynasty women are mainly based on the skin white and tender as a makeup standard, in the choice of foundation liquid is mainly lead powder, in use need to mix with water mixed with modulation, so also known as "gouache", women will have a certain luster after smearing, is for beauty, for the quality of life of a pursuit.
Many merchants have figured this out, and they continue to upgrade the formula and quality of gouache, like Guilin, Guangxi, which is a more famous high-quality gouache production area in the Song Dynasty, and women have a special love for the gouache that originated here.
Image: Pick gouache stills
Then there are the eyebrows, which were considered to be the display of a person's look at that time, in the Song Dynasty, mainly black eyebrows were the mainstream, and later a new eyebrow shape was also studied, called "Wenshu eyebrows", which appeared to be thick and handsome compared to the traditional black eyebrows.
Women in the thrush is also very exquisite, like the poems have a lot of "Dai thrush" description, with the continuous popularity of Manjushri eyebrows, there are also a variety of thrush products on the market, the more famous is the "thrush seven incense pills".
In the whole makeup dress, the core is rouge, in the Song Dynasty, women are mainly red lips, Ouyang Xiu said, beautiful women like to use cinnabar and rouge to smear lips, highlighting the most unique side of women, full of seduction. With women's increasing requirements for appearance, consumption power has also begun to soar.
Image: Husband stills thrawling his wife
In particular, it should be noted that with the continuous development of overseas trade in the Song Dynasty, incense medicine began to be continuously imported into China, which also made women in the Song Dynasty have a high pursuit of incense.
It is reported that there are Song generations, whether it is the royal nobility or ordinary people's women, or even the dust women, have this kind of persistence and unique understanding of incense, they like to use it in their boudoir, like to use it in their own clothes, and even use it in carriages and palanquins when they go out.
The rise of these things has greatly stimulated the consumption of women in the Song Dynasty, especially when it comes to special festivals, women have gone to the streets to consume, quite like today's "Double Eleven".
Image: Stills of lighting incense
Second, why women in the Song Dynasty can become the "main force" of consumption
1. Women's control over money
The shopping passion of women in the Song Dynasty soared, and Dahui believes that one of the reasons is that women in this historical stage already have a certain economic status and economic conditions, which must be the basic support point of their "shopping spree".
In the Song Dynasty, whether it was urban or rural, a relatively large-scale commodity exchange system was formed, especially the continuous progress and development of agriculture and handicrafts, and the market gradually prospered in various places, even in rural areas, it has been organically combined with urban commerce.
The economic status of women in the Song Dynasty stemmed from the opportunity to inherit a certain amount of family property, followed by the improvement of social status.
From the middle and late Song Dynasty onwards, women played an increasingly important role in cottage industry and agriculture, making great contributions to social progress and commercial prosperity.
According to historical records, many women in the Song Dynasty will participate in urban commercial operations, especially in various service industries, and there are examples of women running shops, hotels, and tea shops in the "Dream Liang Record".
Through this phenomenon, it is not difficult for us to realize that women have social contributions and economic income, so the power to consume is firmly grasped in their own hands.
Image: Stills of women involved in business
2. The convenient conditions provided by the continuous development of the economy of the Song Dynasty
The second aspect is closely related to the unprecedented prosperity of the Song Dynasty economy, and friends who know the Song Dynasty know that its commerce accounts for a large proportion of the entire social production, and the growing wealth of the landlord class also stimulates its own consumption demand.
Whether it is the consumption structure or the consumption mode of the consumer group, it has begun to diversify, and the economy has developed unprecedentedly, of which the pursuit of fashion is an important part of the consumption mode.
Image: Stills of women shopping on the street
Especially women, they were the highest interpreters of fashion at that time, but also the main body of fashion consumption, under their continuous drive, the consumption level of the whole society gradually increased, whether it is the demand or mode of consumption, or even the total amount of consumption, are constantly increasing, and the female group has become an indispensable "driving force" in the urban development of the Song Dynasty.
Article author: Dahui
The entire graphic was produced by the team of the Big Cafe Say History Studio!